A second quick view over the “The 22 Immutable Laws of Branding”
Relax, you are not crazy! Yes, I’m writing a blog post with the same subject of the previous one, which was written by Tiago. I promise that it will be different… and also much better! 😉
I read the same article (that’s Justin’s fault!), and I really liked it. It’s interesting to note as a graphic designer, specialized in brand strategy, I kind of complement Tiago’s work as marketer. His work does the same for me. And… awe, wasn’t that cute?
Ok, I’m joking but it is true. Our jobs are complementary and that’s why this article has many points that touch our areas. I totally agree about the importance of the laws that Tiago mentioned before, but I would like to bring one more to the discussion. Have heard about the Law of Fellowship?
The Law of Fellowship
11. The Law of the Fellowship: in order to build a category of product, a brand should accept the presence of other brands. Choice stimulates demand. Customers have choices, even when there is no competition. Competition increases the noise level and tends to increase sales in the category. Competition also broadens the category while allowing the brands to stay focused. Customers respond to competition because choice is seen as a major benefit.
What I perceive is that most people tend to think that having competitors is bad. In my opinion, that isn’t necessarily true. In fact, it’s good to have competitors, it stimulates customers to make choices, and, as a consequence, brands are forced to stay focused.
When a brand has a focus it probably will not be chosen by everyone, but I’m sure it will still be chosen by its target. So, I don’t think we have to be afraid of competitors, we have to work with them instead.
The brand strategy goes through the definition of the brand’s communication and it has to be clear not only about who the service (or product) is for, but also who it isn’t. For these people (who aren’t the target), we can present alternatives. It may seem a little strange to recommend other companies, but sometimes it can be the best way to promote your brand.
Why? Because it will help the brand to earn the trust of everyone: those who are the target, because they can see that the brand is not just like any other, that only wants to profit without caring about its target needs; and also earn the trust from the ones who don’t fit the target because of the brand’s sincerity.
A brand that tries to position itself as a brand for everyone, ends up being a brand for no one. As Al Ries and Laura Ries said: a “brand becomes stronger when you narrow the focus”.
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